Tourism Australia Kicks Off Tender Process For Creative Account

Tourism Australia Kicks Off Tender Process For Creative Account
SHARE
THIS



The pitch process for Tourism Australia’s coveted creative account is underway, as the organisation looks to review its longstanding brand platform.

According to a notice on the AusTender website, Tourism Australia is looking to partner with “a brand and creative agency partner to help evolve its brand strategy and creative direction, including being open to review the current longstanding ‘There’s Nothing Like Australia’ platform”.

The notice said the key objective of the partnership would be to develop a compelling and differentiated brand positioning to attract high-value travellers and a robust creative platform from which engaging global and local/regional campaigns can be developed.

“The creative platform will also serve to galvanise the tourism industry in Australia and inspire better marketing opportunities and creative solutions with our airline and distribution partners,” it said.

“The successful brand and creative agency will understand the challenges and opportunities inherent in the tourism category, specifically that there tends to be a distinct lack of variety in travel marketing communications.

“The ideal agency partner will be able to identify what has worked well for Australia (and the category) and why, as well as when and how to innovate to ensure a unique and differentiated brand and message that sets Australia apart.

As a brand that represents the national character of Australia to much of the world, the notice said it is important that an agency partner has a demonstrated understanding and affinity for contemporary Australia, it’s people and culture as much as understanding and insight into the target audience of high-value travellers in key markets.

“Given the complexities of Tourism Australia’s global footprint, one of its objectives will be to partner with a brand and creative ggency that can provide a tailored global agency operating model that represents an innovative and efficient approach to managing the account, developing insightful strategies, and impactful creative that can be produced efficiently and to a high degree of quality across all of our markets, specifically our core market ‘hubs’ of China, UK, US and Southeast Asia.

“Changes in the global creative industry in recent years has opened up a wider array of client/agency partnership models, and Tourism Australia is keen to explore new and mutually beneficial ways of working together.”

Clemenger BBDO is the incumbent for Tourism Australia’s creative account, having won it in 2013.

The closing date for agencies to show expressions of interest is on Monday 7 May at 10am, with a possible request for tender shortlist notification on Wednesday 13 June.

Please login with linkedin to comment

Tourism Australia

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]